Describe the brief from the client
The first aim: Staging Success. “Audi on the way to be the number one” - Presentation of the Audi brand as the current most successful in the automotive sector, showcasing of the Audi e-tron Spyder and the sporty Audi Quattro concept. Dominant brand presence in the entire trade-fair hall at the Paris Motor Show 2010 and distance impact and three-dimensional realization of the brand values “sportiness, sophistication, progressiveness”. Business-to-Business, Business-to-Public, Business-to-Customer.

Describe the challenges and key objectives
The challenge: How do you stage success at a Motor Show? The solution: By the 3-dimensional spatial experience itself! The endless flowing space dissolves the partition between the classic disciplines, architecture and communication. It quickly becomes clear that traditional borders are merged. With elegant free forms and doubly-curved surfaces the Car Design and architecture speak the same language. The “art of progress” brand value is translated into dynamics in space. In its diversity, it accommodates a growing product variety and the growing importance of issue communication.

Describe how you arrived at the final design
Visitors experience the extensive, 2,216 square-meter brand space as a narrator with a clear dramaturgy: In a dynamically rising curve, the Audi communication boulevard trajects the architecture and serves to strengthen the visitor orientation. Through tunnels, rises and bends, it leads through changing perspectives and topics, with interactive display-units and the multimedia brandhorizont. The Story: From A1 to A8 and concept studies; from new technologies to the proof of the vehicle fleet.
Free forms with doubly-curved surfaces and aluminum as ‘brand material’ of Audi as a pioneer in lightweight engineering translate the technological edge into a 360°-experience of hitherto unreached diversity.

Give some indication of how successful the outcome was in the market
Client feedback: “The new brand presence by Audi at the Paris Motor Show outdistanced everyone!”